The digital version of the SXSW Interactive Program Guide is now available. Packed full of information, this guide is a must-read before leaving home and on the plane, as well as a great resource on the ground. Download today!
Issue link: http://read.uberflip.com/i/468457
FRIDAY, MARCH 13 11:00 AM Hyatt: Hill Country ABCD Neuroplasticity and Tech: Why Brands Have to Change Working with neuroscience experts, we explore 'neuroplasticity' and the challenge to marketers in the digital age – whether technology represents a new way of com- municating, or if it requires us to communicate in new ways. As technology continues to dominate our lives, we will discuss our evolving relationship with it and the ways brands can ensure they play a positive role in this process. Dan Machen, Felix Morgan Dual // Advanced // #neurobrand 11:00 AM Hyatt: Zilker Ballroom 2 Digital Diversity: How Culture Impacts Digital Changing cultural dynamics in the US provide new opportunities for businesses to un- derstand the role culture plays in the lives of three major groups: US Hispanics, Asian Americans and African Americans. In this presentation, Facebook and Ipsos illustrate how culture informs digital behavior and shapes how people communicate online and interact with brands on digital platforms. Christian Martinez, Virginia Lennon Dual // Intermediate // #FBDiverse 11:00 AM Hyatt: Zilker Ballroom 3 Pocket Full of Dynamite: Making the Mobile Web 3D In the marketing and technology industries, we're meant to fetishize the new. We've had to manage a lot of uncertainty to nurture ugly ducklings into swans, and get these projects to work at scale. We'll be sharing the challenges we faced, and how we scale our projects from scrappy, ugly prototypes to products for all to use. Pre- sented by Google. Hai Nguyen, Shana Opperman Dual // Advanced // #RtCopyCode 12:30 PM Hyatt: Hill Country ABCD Building an Army of Brand Advocates Tech companies may be cutting edge when it comes to technology, but when it comes to mobilizing an army of brand advocates they have much to learn. Join senior execu- tives from Virgin America, change.org, and World Wildlife Fund to see how some of the world's most innovative brands are engaging customers in strategic brand advocacy, and cultivating brand evangelists. Amanda Levy, Luanne Calvert, Terry Macko Panel // Intermediate // #brandarmy 12:30 PM Hyatt: Zilker Ballroom 2 Do You Know the ROI of WOM? Do You Want To? WOMMA's recent "Return on WOM" study revealed the ROI of WOM marketing and, crucially, how to maximize it for brands across a variety of categories. The study brought together leading analysts and brands, like AT&T, Discovery and Pepsi, and in this panel, study participants will discuss how it finally quantifies the value of earned media relative to paid/owned and what it means for WOM's future. Beth Rockwood, Edward Wild, Greg Pharo, Peter Storck Panel // Advanced // #ROIofWOM 12:30 PM Hyatt: Zilker Ballroom 3 You Are Not a Product: The Ello Revolution There's a disturbing subtext to the message that "the only way to make money on the internet is to sell advertising". It produces a nihilistic assumption that it's not worth the effort to try something new. In other words: give up kid, life is over, you've lost before you've begun. Paul Budnitz will discuss the importance of imagining a better world. Paul Budnitz Solo // Intermediate // #ello 3:30 PM Hyatt: Hill Country ABCD Mastering Adaptive Marketing in a Real-Time World Social media has changed the game for marketers. Most marketers are well versed in how to plan brand activity months or a year in advance—but the new digital landscape means that brands need to be on, and communicating, all the time. In this panel we'll answer these marketers most common question: what is adaptive marketing and why do brands need it? Presented by Visible Measures. Billie Goldman, Chris Perry, Seraj Bharwani Panel // Beginner // #VMCSXSW 3:30 PM Hyatt: Zilker Ballroom 2 How SciFi Drives Marketing in the Exponential Age Today, companies are succeeding with a new approach to storytelling – even hiring science fiction writers to bring the future to life. Tangible examples of storytelling in the Exponential Age are the Holoroom, a home improvement simulator from Lowe's and SciFutures, and Opera Mediaworks' AdColony Instant Play marketing platform. Learn how to deliver consumer experiences of the future today. Ari Popper, Kyle Nel, Will Kassoy Panel // Intermediate // #innovate 3:30 PM Hyatt: Zilker Ballroom 3 New Earth: A Brand for the Year 2079 Our presentation is based on a design fiction experiment that explores the edges of branding, synthetic biology and personal identity in the wake of an environmental ca- tastrophe. We have created a world where temperatures are sub-zero, transportation is difficult and survival is every day's adventure. Nick Dupey, Rodrigo Martinez Dual // Intermediate // #2079brand 5:00 PM Hyatt: Hill Country ABCD Paid Editing of Wikipedia: Getting Past "Gotcha" Wikipedia has long dealt with editors who have conflicts of interest. This panel ex- plores Wikipedia's history of anonymous paid editing, the recent discovery of a vast network of "fake" accounts, and a 2014 statement by top global PR firms, committing themselves to ethical Wikipedia engagement (which the panelists were involved in), marking a significant new chapter in Wikipedia's evolution. Andrew Lih, Phil Gomes, Sam Ford, William Beutler Panel // Beginner // #WikiPRCOM 5:00 PM Hyatt: Zilker Ballroom 2 Storytelling for Dummies: Create a Lasting Brand The art of storytelling is part of every great investor pitch, successful brand and great book, movie or song. But how do you weave an engaging narrative about something, boring? This group of experts has turned mundane topics, like automating payments, shipping and using MS-DOS, into memorable brands. Learn from their experience, mis- takes and success to become your own master storyteller. John Kilcullen, Johnny Brackett, Lauren Sherman Panel // Intermediate // #tellastory 5:00 PM Hyatt: Zilker Ballroom 3 Brands: Connective Tissue Between People and Tech If you're the kind of person who thinks advertising is a dirty word, maybe this panel will change your mind. Leo Burnett's Global Head of Social and Mobile James Kirkham and Contagious' North American editorial director Nick Parish will step into the imme- diate future to identify miraculous innovations that will quickly be brought into the mainstream by brands. James Kirkham, Nick Parrish Dual // Intermediate // #connective SATURDAY, MARCH 14 9:30 AM Hyatt: Hill Country ABCD Why Mobile Puts Consumers in the Power Seat Mobile and social have put the consumer in the power seat when it comes to how and if they engage with brands. An on demand media landscape makes enduring brand loyalty essential to long term success. Join us for a discussion with industry pioneers as we view how smart brands are using the most personal devices to win the hearts of consumers and build lasting relationships. Presented by SessionM. Paul Krasinski, To Be Announced Panel // Beginner // #SessionM BRANDING & MARKETING HYATT REGENCY AUSTIN: 208 BARTON SPRINGS ROAD 90 SXSW 2015 Interactive Festival FESTIVAL SESSIONS